Laura Nelson

Experience

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  LE Nelson

  Marketing Executive

  Aug 2023 - Present

  B2SMB SaaS GTM and strategy projects

  • Conducting comprehensive market research and analysis to identify lucrative verticals for expansion, leveraging insights to align with the growth objectives of a $250M B2SMB SaaS company
  • Delivering actionable recommendations on vertical prioritization and a refined messaging framework to drive revenue
  • Providing strategic guidance to a seed-stage B2SMB SaaS communications startup based in Puerto Rico
  • Advising on customer segmentation and messaging to expand its reach into the mainland U.S. market
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  Signpost

  Vice President of Marketing

  Nov 2019 - Jul 2023

  Software business acquired by Hibu in 2023. signpost.com

  • Led creation of marketing department, recruiting and onboarding 5 mid-to-senior hires
  • Grew marketing influence on revenue from 10% to >75% of monthly units sold in high-velocity environment
  • Created thought leadership platform, including a webcast series, blog posts, and paid social campaigns, growing organic traffic by 35% YoY
  • Facilitated introductions to and spearheaded co-marketing campaigns with 15 affiliate and association partners
  • Oversaw development of new product demo to coincide with major feature releases; developed pricing and packaging strategy to improve ACV by an average of 18%
  • Led brand integration in acquisition of service company; deployed a new website and updated brand identity
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  Broadly

  Director of Marketing

  Jul 2015 - Oct 2019

  Acquired by Vendasta in 2023. broadly.com

  • Recruited as first marketing hire, growing marketing channel from virtually $0/0% leads to multi-channel, online/offline lead source for sales team
  • Established and led field marketing channel, booking $2.06MM in ARR for 2019
  • Created GTM plans for partner, co-marketing and associations, booking $1.4MM in ARR for 2019
  • Built thought leadership program, creating content to develop mid-funnel leads; secured 40 public and educational speaking engagements for 2019
  • Sold over $71K in ARR personally through field/co-marketing channels
  • Earned “Star of the Quarter” recognition for Q1 2017, awarded to one employee company-wide each quarter
  • Implemented customer feedback and referral program, earning 1K positive testimonials
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  Reputation.com

  Director of Marketing

  Feb 2014 - Jul 2015

  Promoted from Product Marketing Manager. reputation.com

  • Hired as first B2B marketer, creating enterprise marketing strategy and driving revenue growth of 105% YOY
  • Developed B2B brand strategy, positioning, and messaging platform to differentiate product and highlight UVP
  • Collaborated with enterprise clients (including Enterprise Rent-A-Car, Ford, Mazda, Jaguar-Land Rover, GM, AAA, and AutoNation), developing co-marketing programs to attract and onboard thousands of locations
  • Redesigned company’s most valuable call-to-action and initiated A/B testing, increasing email CTR by 300%
  • Earned recognition as MVP for 2014, awarded to top 5% of performers companywide
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  Patch.com

  Regional Business Director

  Dec 2009 - Jul 2013

  Promoted from Regional Director. patch.com

  • Managed P&L of four regions with 350+ hyperlocal news websites, growing revenue by 118% YOY
  • Developed localized B2B and B2C marketing strategy and supervised 2 marketing coordinators
  • Researched markets to grow audience and ad revenue; collaborated to launch 100+ new websites